Swipe file
Order Bump Swipe File
An order bump is a single-checkbox upsell that fires at the moment the buyer is reviewing the order summary. The patterns below are micro-priced relative to the entry product (10-40 percent of the entry price) and relevance-locked to what the buyer is already buying.
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TL;DR
As of , the short version is: An order bump is a single-checkbox upsell that fires at the moment the buyer is reviewing the order summary. The patterns below are micro-priced relative to the entry product (10-40 percent of the entry price) and relevance-locked to what the buyer is already buying.
Order Bump Swipe File TL;DR
- Element
- Order bumps
- TL;DR
- An order bump is a single-checkbox upsell that fires at the moment the buyer is reviewing the order summary. The patterns below are micro-priced relative to the entry product (10-40 percent of the entry price) and relevance-locked to what the buyer is already buying.
- When to use
- When average order value is exactly the entry price (no upsell is firing). When you have a clearly related $9-$29 asset that complements the entry product. When checkout completion rate is healthy enough to support adding one input.
- When NOT to use
- When checkout completion rate is already fragile. Adding a bump to a leaky checkout makes the leak worse.
- Brunson lens
- Offer
- Patterns
- 12 named patterns with formula + example + structural notes
- Last verified
- May 21, 2026
When to use
Rewrite this when
When average order value is exactly the entry price (no upsell is firing). When you have a clearly related $9-$29 asset that complements the entry product. When checkout completion rate is healthy enough to support adding one input.
Do NOT touch when
When checkout completion rate is already fragile. Adding a bump to a leaky checkout makes the leak worse.
12 named patterns
Pattern 1
Related Asset Bump
Formula
'☐ Add <related asset> for $<small price>'
Example
'☐ Add the 30-day email sequence template for $19'
Why it works
Single asset bump. Relevance to the entry product is the entire game.
Pattern 2
Recommended Bump
Formula
'☐ Recommended: add <asset> for $<price>'
Example
'☐ Recommended: add the rewrite checklist for $9. Used by 80% of buyers.'
Why it works
Social-proof bump. Take rate cited only if real.
Pattern 3
Bonus Box Bump
Formula
'☐ Add the <named bonus box> for $<price>'
Example
'☐ Add the Founder's Bonus Pack for $29 – includes 3 swipe files + Discord access.'
Why it works
Bundled bump. Higher take rate than single-asset bumps because the perceived value is stacked.
Pattern 4
Upgrade-To-Annual Bump
Formula
'☐ Upgrade to annual now, save <X months>'
Example
'☐ Switch to annual ($490/year), save 2 months.'
Why it works
Annual-upgrade bump on a monthly purchase. Captures buyers at the moment they're already committing.
Pattern 5
Founder-Time Bump
Formula
'☐ Add 30 minutes with the founder for $<price>'
Example
'☐ Add a 30-min office hours call with Maryan for $99.'
Why it works
Founder time bump. Works on $49+ entry products; doesn't work on $1 tripwires.
Pattern 6
Community Bump
Formula
'☐ Add <community access> for $<monthly price>'
Example
'☐ Add Founders Discord access for $19/month, cancel anytime.'
Why it works
Recurring bump on a one-time entry. Builds monthly revenue from one-time buyers.
Pattern 7
Time-Saver Bump
Formula
'☐ Skip <part of the work> with <add-on> for $<price>'
Example
'☐ Skip the rewrite draft and let us do it for $99. Delivered in 7 days.'
Why it works
Bump that explicitly trades money for time. Buyers reading the order summary are in a 'how do I move faster' state.
Pattern 8
Bundle-Discount Bump
Formula
'☐ Get all <N> products for $<bundled price>'
Example
'☐ Bundle the Playbook + Diagnostic + Email pack for $99 (saves $48).'
Why it works
Bundle bump. Honest savings; the bundle price visibly reduces what the buyer would otherwise pay.
Pattern 9
Donate Bump
Formula
'☐ Add <cause> donation for $<small amount>'
Example
'☐ Round up to $50 and we'll donate $1 to [cause].'
Why it works
Cause-based bump. Take rate is moderate; goodwill effect is real if the cause is real and named.
Pattern 10
Conditional Bump
Formula
'☐ Add <bonus> if you also commit to <action>'
Example
'☐ Add the rewrite review for $49, on the condition that you ship your rewrite within 30 days.'
Why it works
Conditional bump. Filters for buyers who'll actually do the work. Lower take rate, higher activation.
Pattern 11
Founder-Signed Asset Bump
Formula
'☐ Add the <founder-signed asset> for $<price>'
Example
'☐ Add the founder's personal swipe-file Notion (with edit access) for $29.'
Why it works
Asset with founder-tier signal. Higher perceived value on assets buyers can't easily find elsewhere.
Pattern 12
Already-Decided Bump
Formula
'☐ Yes, I want <bump>. (Most buyers add this.)'
Example
'☐ Yes, I want the rewrite checklist ($9). Most buyers add this.'
Why it works
Affirmative framing ('Yes, I want...') outperforms neutral framing ('Add this for...'). Social-proof line only if true.
Common implementation mistakes
- Pre-checked order bump. Generates refund spikes and Better Business Bureau complaints; never pre-check.
- Order bump that's unrelated to the entry product. Relevance is everything; an unrelated bump converts under 5 percent.
- Two order bumps on the same checkout. The second cuts the first's take rate roughly in half; stick to one.
- Bump priced higher than 40 percent of the entry product. Bumps work in the micro-decision zone, not the second-purchase zone.
- Bump copy that's a sales letter. The bump is a single sentence; longer copy belongs on the OTO page.
Real examples from indie SaaS teardowns
Pattern names above are illustrative. These are real, named, dated funnels from the Unlock SaaS teardown set where the order bump demonstrates the pattern in a shipping product. Funnel-hack the real ones.
offer lens
Beehiiv – Monetization stack as the upsell ladder
Beehiiv positions against Substack on creator monetization, not features. The funnel sells the upgrade path.
Monetization stack rungs ARE the order bumps – ad-network, paid subs, referral program added as opt-ins.
From the teardown: Each monetization feature (ad network, paid subscriptions, boosts) is positioned as a future-state benefit that grows with the creator. The reader signs up for a free newsletter platform and is then walked up the monetization ladder as the audience grows. The product itself IS the value ladder.
offer lens
Senja – Free entry plus brand-customization upsell
Senja sells a problem most SaaS know they have but never name. The funnel uses its own product as the demo.
Brand-removal is the canonical bump trigger – appears at the natural usage moment, single checkbox.
From the teardown: The free tier collects basic testimonials with Senja branding. The paid tier removes branding, adds video, and unlocks customization. The upsell trigger is when the founder is ready to put testimonials on the marketing site without the third-party logo. Behaviorally aligned with when the willingness-to-pay spikes.
offer lens
Tella – Free-with-watermark plus brand-removal paid trigger
Tella turned async sales video into a product category. The funnel runs on the output.
Free-with-watermark plus brand-removal paid trigger – the bump opportunity is the watermark itself.
From the teardown: Same structural move as Senja and Tally: free tier with attribution feeds the visible-output flywheel; paid tier removes attribution when the founder is ready to publish to their marketing site without the third-party brand.
offer lens
Mintlify – Free for open source plus seat-based for teams
Mintlify made beautiful docs a category. The funnel demos itself.
Seat-add as bump – the team-tier upgrade fires when usage hits the seat ceiling, not on a fixed cycle.
From the teardown: Free for open-source projects acquires the developer credibility flywheel; seat-based pricing for teams captures the paid revenue. The free tier produces the visible customer aesthetic that sells the paid tier.
Which Brunson job does this element do?
This element sits in the Offerlens. Knowing the lens tells you what the element is supposed to accomplish, not just what shape it takes – so you don’t rewrite a Story element using Hook tactics or vice versa.
People also ask
What is a order bump swipe file?
An order bump is a single-checkbox upsell that fires at the moment the buyer is reviewing the order summary. The patterns below are micro-priced relative to the entry product (10-40 percent of the entry price) and relevance-locked to what the buyer is already buying.
When should I rewrite my order bump?
When average order value is exactly the entry price (no upsell is firing). When you have a clearly related $9-$29 asset that complements the entry product. When checkout completion rate is healthy enough to support adding one input.
When is the order bump not the right thing to fix?
When checkout completion rate is already fragile. Adding a bump to a leaky checkout makes the leak worse.
Questions founders ask about order bump copy
What's a healthy take rate for an order bump?
20-40 percent for a relevant, well-priced bump. Below 15 percent means relevance or price is off. Above 60 percent often means the entry price was too low and the bump should have been the entry product.
Can I run an order bump and a post-purchase OTO together?
Yes, and they earn different revenue. Bump captures buyers at peak commitment; OTO captures buyers post-conviction. The two are additive when designed as different products.
What's the right price for an order bump relative to the entry product?
10-40 percent of the entry product. A $49 entry product runs a $9-$19 bump. Bumps over 40 percent feel like a second decision, which is what the OTO surface is for.
Related Brunson terms
Apply these patterns to your live page
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